CAS Required: Advertising and Marketing Part 1

Professional Development provided by PPAI

APRIL 23-25, 2014

Advertising & Marketing Overview - Part 2Paul A. Kiewiet MAS+ CIP CPC

Professional Development provided by PPAI

Review of Part 1 We defined and differentiated: Marketing, Advertising,

Branding, Promotional Products The 4 P’s + 1 or Marketing Strategic and Niche Marketing Some of the types of Marketing: Cause-related, Database,

Loyalty, Shopper, Relationship, Guerrilla, Viral, Word-of-Mouth

Various Forms of Advertising Media Direct Marketing/Mail, Co-op Advertising The Marketing Plan and its components How to Market Yourself and Your Company Professionally

Learning Objectives Elements of a Successful Advertising

Campaign The Three “R’s” of Advertising Cost Per Impression Other Marketing Media and How they

Relate to Promotional Products Integrated Marketing Communications Everything You Ever Wanted to Know

About Trade Shows, but was afraid to ask. The Three Levels of Selling The Power of Promotional Products How to get the most from your website and

database.

"You cannot bore people into buying. The average family is now exposed to more than 1,500 advertisements a day. No wonder they have acquired a talent for skipping the advertisements in newspapers and magazines, and going to the bathroom during television commercials."—David Ogilvy

Elements of a Successful Advertising Campaign

• Do Your Homework.– Collect ads you like– Collect competitor ads– Read Ad Age, Ad Week– Pay attention– Keep the target

audience in mind. Always.

http://youtu.be/owGykVbfgUE?hd=1

Elements of a Successful Advertising Campaign

• Unique Selling Proposition• Emotional Selling

Proposition• Organizational Selling

Proposition• “Sell the sizzle, not the

steak”

Elements of a Successful Advertising Campaign

• Consistent message• Consistent personality• Consistent colors• Consistent fonts and styles• Consistent language• Authenticity

Elements of a Successful Advertising Campaign

• Create a sense of urgency.

• Ask for interaction, engagement, response, something!

Elements of a Successful Advertising Campaign

• Be Patient• Allow time for

frequency and reach• It may be old to you,

but it’s still new to your audience.

• Don’t change too soon!

The 3 R’s of Retention of Advertising Messages

Relevance: The message must relate to the lifestyle, needs, values or aspirations of the target audience.

Repetition: The audience must be exposed to the message multiple times for the recipient to retain it.

Reward: The message must promise to create pleasure or reduce pain, save money or increase income or in some way reward the recipient.

Cost Per Impression (CPI or CPM)

Cost per Impression (CPI) or Cost Per Thousand Impressions (CPM)

Advertising media is generally priced by the cost per thousand impressions, for example:

A Web site that has a CPM rate of $25 and guarantees advertisers 600,000 impressions will charge $15,000 ($25 x 600) for those advertisers' ad banner.

Creating, Maintaining Your Database • Current and former clients

• Contacts who have moved• Opt-in and requests for

info• Referrals, champions,

influentials and media• Social Networks• Special offers and

contests• End User Shows• Renting lists

Coordinating Promotional Products with Other Media: Online

• Offer promotional products as a gift for – Opting in for newsletter– Taking a survey– Visiting a website– Online sweepstakes– Deliver online promo

codes

QR Codes

Coordinating Promotional Products with Mobile Media

• Gift for opting-in• As a delivery device for

mobile codes• As an incentive for

responding to a mobile ad. (Next 50 visitors get a tee-shirt).

Coordinating Promotional Products with Newspaper Advertising

• Make ads measurable• Gift with new subscriptions• Match code or symbol• Ad Spotter Promotions• Continuity of message from

ad to event

Coordinating Promotional Products with Radio Advertising

• Create a measureable promotion

• Extend on-air personality• Develop sense of community• Create involvement events – ie

boss of the week.• Recreate sound branding.• Get outside of the studio

Coordinating Promotional Products with Outdoor Advertising

• Extend an image• Add ROI measureability• Incentive for directional ad

(mention this ad and receive a free travel mug with your beverage)

• Auto-related promotional products.

Coordinating Promotional Products with Television Advertising

Make it measureable Dimensional characters,

spokesmen, symbols – plush, miniatures.

Add missing senses cues – taste, touch, smell

Extend visual and audio messages.

Coordinating Promotional Products with Direct Marketing

• Lumpy envelopes• Power of the package• The promotional

product as the creative envelope (flying disc, baby bottle, capsule, dynamite tube).

Coordinating Promotional Products with Magazine Advertising

• Make measureable• Pick up on key visuals• Add dimension• Fill in missing sensory touch

points• Reward the reader• Magazine inserts

Integrated Marketing Communication• A holistic approach…– advertising, – PR, – direct marketing, – sales promotion, – personal selling, – all communications,– customer service, – to create a consistent, meaningful

brand message.

Keys to IMC• Build and maintain long-term

relationships with all relevant stakeholders

• Speak with the same voice internally and externally

• Coordinate and Orchestrate consistent communication through all levels of business through many techniques and media.

IMC Opportunity For You

• We need to sell through more parts of each large organization we are working with.

Areas Within An Organization Human Resources/Recruitment Corporate Training Production/Safety Public Relations Communications Marketing, Brand Management Sales Promotion Executive / Board of Directors Wellness

Business Retention – Lifetime Value

• A customer spending $15,000/yr with you who stays with you 20 years = a LTV of $300,000.00

The Value of a Loyal Customer

• On Average, It costs 5x as much to

acquire a new customer as it does to KEEP a current

customer happy and loyal.

Trade Show Marketing

• Temporary market organized to promote trade, where buyers and sellers gather to transact business.

Trade Show Marketing• There are over 9000 trade

shows in the US and Canada annually.

• They are the main marketing thrust for many companies.

• They provide face time, a place for relationship building.

• They allow direct comparison.

Why trade shows? Generating sales leads Generating actual sales Enhancing image and visibility Reach a specific audience Establish a presence in the

marketplace Personally meet customers,

competitors and suppliers Introducing new products or

services Recruiting reps, distributors,

partners Educate and Demonstrate

Strategic Exhibiting

• Set and communicate specific show objectives to staff and reps.

• Plan your work. Work your plan.

• Image is everything.• It’s Quality, not Quantity!

Trade Show Marketing Strategies

• Pre-Show – Be aware of the booth– Come to the booth– Set an appointment

• At-Show– meaningful conversation– demonstrate new – samples and literature– specials

Post-Show Follow-up

• Post-Show– Surveys– Thank you’s– Personal touches– Quick responses to

requests– Build the

relationship

How to Work A Trade Show

• Have a Plan!• What are your objectives?• How will you measure ROI?• Current suppliers?• New products?• Networking• Education• Be Your Best!

Three Levels of Selling

• Product Selling

• Idea Selling

• Program Selling

Product Selling Know what sells, stay up on

trends, pay attention to new products.

Know what your buyers have used before – successfully and unsuccessfully.

Need fulfillment Price competition Commodity mindset

Idea Selling

Good ideas ADD VALUE Need creation Know what, how and why

something works.Ask about best promotionsShare ideas in industry forumsLearn from suppliers and repsRead Case Studies – Pyramids

Program Selling Organized effort to achieve

client objectives using promotional techniques.

Product + Ideas accountable to goals.

Incentive programs Consumer Promotions Safety

Strengths of Promotional Products• Name a medium that

moves people to say “Thank You”

• Other media “interrupt” Ours “engages”

• Our media is the beginning of a relationship!

The Medium of Engagement

• An industry born to touch people.– A printer– A slow week– A clumsy kid– A bright idea

Engaging the SensesOf all the advertising and promotional media, only Promotional Products touch all five senses:

SightSoundTasteTouchSmell

Targeted: Carry a message to a well-defined audience.

Seniors Kids And everyone in between

Tangible and Long Lasting Your calendar Watch Your favorite tee shirt Your favorite cap Coffee Mug Pen Journal Golf Ball (well, maybe not

quite as long-lasting)

Recognizing Individual Passions

• Promotional Products build brands by touching lives and lifestyles.

Creative

Complements Other Advertising Media

• Bring other media to life.

• Extend memories of positive encounters with a brand.

Easily Distributed

Direct Mail In-store Trade Show Person to Person Display Experiential Event Marketing

High Perceived Value

The relationship of the product to the recipient and the meaning it represents create a value way above mere costs.

A t-shirt is underwear. A marathon T-Shirt is a memory.

ARMPIT

• Awards• Recognition• Motivation• Promotion• Incentives• Training

It’s not what a product does, it’s what a product means.

• Tangible, • memories, • meaning, • passion, • affiliation with a cause.

Become a Marketer – of yourself, your company and your clients

• Create your own business plan.

• Work your plan.• Know what you

stand for.• Know how you’re

different.

Maximize Your Web Presence

• It’s just one element of your customer outreach, but an important one.

• It doesn’t have to be expensive, but it does need to be Different!

• It must be responsive to YOUR CLIENT’S needs and expectations.

• Include your web address everywhere!• SEO = Search Engine Optimization – an

ever changing game.

Social Media Marketing in an Hour

• Blog 20 min.• YouTube 10 min• Twitter 10 min• Facebook 10 min• LinkedIn 10 min• Offer VALUE, not product.

It’s a conversation!

Professionalism – Your Competitive Advantage• Problem Solvers Always

Make Money.• Stay ahead of important

issues – Product Safety• Be a Trend Setter, a

leader rather than a follower.

• Create Value!

Differentiation

• There’s no room for “me-too”

• Know who you are and take a stand

• Become the expert• Make yourself

indispensable

PricingMarket Premium

Competitive Position

Differentiated

Undifferentiated

Needs of Customers

Relevant to

Irrelevant to

MakeGoods

Extract Commodities

DeliverServices

StageExperiences

© 1999 B.Joseph Pines II and James H. Gilmore

The Progression of Economic Value

  "If you want to be successful,

it's just this simple: Know what you're doing. Love what you're doing.

And believe in what you're doing.”

Will Rogers

If you would like to discuss your marketing challenges further, please

contact me at:Paul A. Kiewiet MAS CIP CPC

269-806-4489paul@brandkiwi.com

www.create2bgreat.comFollow me on Twitter, LinkedIn, Facebook

@paulkiewiet For a free monthly newsletter – call or email me.